Auto Recycling Nederland sits at the centre of an extensive recycling chain: it organises and coordinates the reuse of cars and, more recently, car batteries. It carries an important public task, but also a great deal of complex, mandatory material to communicate about.

And that was exactly where the challenge lay. ARN couldn’t translate that complexity into clear digital communication on its own. The website filled up, the data sat scattered, and the audience dropped off. Kinekt was brought in to change that. Not with a single project, but with a way of working that gave ARN a grip on the whole, step by step.

The problem: trying to say everything

As a regulatory organization, ARN works with heavy documents and long, detailed texts, and that habit carried over to the website: everything had to be on there at once—all the data, every exception, all the background. Menus grew submenus, submenus grew submenus, and at some point nobody could find their way anymore.

Underneath sat the real challenge. Car recycling is full of interesting stories, but they were buried under a mountain of detail. ARN couldn’t pull them out on its own. “Kill your darlings” turned out to be hard in practice, so every well-meant page filled up again with everything that also had to be there.

Show everything, and you show nothing

A website that shows everything at once drives visitors away. They can’t find the information on new regulations, give up, and then call the support department with questions the site could easily have answered.

Kinekt is reliable, creative, and state-of-the-art. What really sets them apart is how they look ahead and help us to respond to it. That makes a real difference for ARN.

Martijn Boelhouwer

Taking the thinking off their hands

Kinekt doesn’t ask ARN what they want. Instead, it comes with a few well-developed options to choose from. For an organization that finds decisions hard, that saves a lot of headaches: the thinking is already done, and all that’s left is to decide.

Because Kinekt established a shared foundation of identity system and interface patterns, ARN no longer has to start from scratch. When they want to respond quickly to new regulations, a complete campaign can now be put in place in no time.

Three projects that show how that works:

Annual quarterly reporting

Every website Kinekt delivers now comes with a fixed analysis: heatmaps, session recordings, and analytics, interpreted by a UX specialist. Each quarter ARN receives a dashboard showing what improved, and can share it internally with colleagues.

Battery directive AI agent

For the new EU battery directive, Kinekt built a landing page that served one audience and one goal. An AI agent took over the frequently asked questions. Behind it runs a second agent that analyses the conversations: each week Kinekt looks at what went wrong, fills in the missing answers, and passes useful insights back to the marketing team. That way the system keeps getting better, and ARN learns along with it.

Co2 calculator

ARN wanted to show what car recycling actually delivers. Kinekt built a calculator that makes it tangible: in a single action, you see how much CO2 reusing parts saves.

From clutter to clarity

ARN now communicates with more focus, measures better, and dares to choose what it does and doesn’t show. Data that used to sit scattered and unused is now connected: what you discover in one place turns out to matter in another.

Even the annual report came along. Where a new concept had to be devised every year, Kinekt designed one fixed, recognisable theme: “the roundabout of the circular economy,” which brings together the parties in the car and battery recycling chain. That doesn’t just save work; it finally gives ARN a core narrative that holds up year after year.